Esteban Molina of Escondido, with his daughter, one-and-a-half year old Eva in tow, shops for his favorite comic books at the recently opened Superheroes in Training comic book shop.
— Howard Lipin / U-T San Diego

Even a figurine of Gene Simmons from the rock band KISS is near the entrance of the recently opened Superheroes in Training comic book shop. Mike Marte, the owner is a fan of the group to the point of having ...
— Howard Lipin / U-T San Diego

In April, Marte opened Superheroes In Training, a comic book store in Escondido. At the massive, four-day pop culture event, which opens Wednesday night at the San Diego Convention Center, Marte will mingle at retailer events with the likes of the legendary Stan Lee and “The Walking Dead” creator Robert Kirkman. (Yes, Marte is “absolutely” nervous.)

A self-described comic-book and superhero “fanboy” — most of his 50-plus tattoos are comic-related — Marte, 37, has created what he calls “Nerdvana” in an Escondido shopping center, next to his family’s doughnut shop.

A confident Marte paid for one year of his five-year lease in advance after persuading the center’s landlord to give him the retail space next to Marte’s Donuts. The doughnut shop has been in the Washington Square shopping center, on Washington Avenue at Ash Street, since 1977.

“I was in it for the long haul, determined to make it work,” he said. “By paying my rent in advance, I could focus on the business side, marketing, getting new books in. … I sunk almost everything we had into getting this store up and running.”

Marte, a lifelong Escondido resident and father of three girls, had a head-start on inventory and furnishings. When The Comic Gallery on El Norte Parkway closed in 2007, owner Steve Rizner sold everything to Marte. Marte kept the materials in storage until, with the support of his wife of 18 years, he was ready to take the plunge.

The Comic Gallery’s closing had left a void for comic book readers and collectors, he said. Marte longed for an inviting comic book store that had an extensive collection and knowledgeable, friendly staff. Unsatisfied with what he found, he created his own.

With Friday movie and game nights, comic book launch events, and signings, Marte said his goal is to make Superheroes In Training a destination.

He has held one signing already, with creators from San Diego-based IDW Publishing to promote a new “KISS” comic book series, inspired by the heavy metal band. Marte is working with IDW and other publishers to set up more signing events at his store.

“Events like our KISS signing are a fun way to not only get our titles out in front of fans, but to show fans the humans behind” the characters, said IDW senior staff writer and editor Tom Waltz, who signed his work at the event with co-creator Chris Ryall, IDW’s chief creative officer and editor in chief.

In an era of online shopping and e-books, brick-and-mortar comic book shops still matter, providing “a world of endless wonder and imagination,” Waltz said.

“Local comics sellers are the backbone of this industry, no doubt about it,” he said. “Yes, there is a growing digital and mainstream market for our product, but where else are you going to go to get the kind of product expertise and hands-on service you get in a brick-and-mortar comic book shop? Nowhere.”